Змістовність поняття «маркетингова стратегія підприємства» та особливості її розробки

Abstract

The problem of marketing strategy formation has been revealed in the article. The basic theoretical concepts and domestic and foreign scientists’ main positions about the nature of the term "marketing strategy" have been analyzed. The refined interpretation of categories investigated has been found out using the methods of comparison and analysis. It deals with Depicted several semantic elements inherent in this concept. Main features that are characteristic to the marketing strategy of modern companies and the factors that influence the choice of a strategy have been pointed out. The main problems to be resolved in the process of developing a marketing strategy have been also found out. The basic stages of marketing strategy formation and characteristics that arise during this process have been investigated. The article also highlights the main question; answering that, marketers could more accurately select the marketing strategy needed for successful business enterprise.